Sierra Designs, Gore Team In Women's Market Study

SALT LAKE CITY- After six months of consumer research that included focus groups, trailhead exit polls and interviews with outdoor retailers, Sierra Designs and W.L. Gore & Associates, Inc. will present their findings in a seminar, "How To Sell To Women," at Outdoor Retailer Winter Market this month. Scheduled for February 1 at 7:30 a.m. in Salon 1 of the Salt Lake Marriott, the results of the study cover influences on women's buying decisions, what women expect from outdoor products, and merchandising and marketing tips. "Retailers will recognize these women as their customers," said SD general manager Sally McCoy. "I think it's going to give people some real concrete ways to capitalize on the growing women's market." Among the findings: women make most buying decisions in front of a mirror; women respond to merchandised outfits; the word 'technical' carries little meaning to them; and (surprise) the word 'waterproof' means different things to different women. (Apparel, Outdoor)